Tag: europe mobile commerce

UK leads Europe in mobile commerce growth

Mobile commerce is growing at a rapid pace in Europe, but one country has established a clear lead over other when it comes to driving this growth forward. According to data from Vente-privee.com, a leading European online retailer, the United Kingdom has established itself as a leader in the mobile field. The data suggests that the United Kingdom is the most mobile-centric country of the eight largest European nations. This has helped mobile commerce establish a strong foothold in the country, from which it can spread throughout the rest of the region.

Data shows 37% of sales come from UK mobile devices

The data from Vente-privee.com shows that approximately 32% of its sales come from mobile devices. The majority of these sales (53%) come from tablets, with approximately 47% coming from smartphones. Tablets have been growing more popular as mobile shopping platforms due to their large screens, which make it easier for consumers to navigate online stores. The data also shows that some 37% of online sales come from the United Kingdom, with France accounting for 29%.

UK consumers prove to be very mobile-centric

UK consumers seem to be more reliant on mobile devices than those in other countries. Many of these consumers have grown up with a strong involvement in some type of technology and have thus developed a strong affinity for mobile devices and other such technologies. This has enabled the UK to embrace mobile commerce more readily than other countries and retailers in the UK have been significantly more aggressive than others in their adoption of mobile payments.

Lack of mobile websites could slow growth over the long term

While mobile commerce is growing in the United Kingdom, this growth has been hampered by the relative lack of mobile-optimized websites. These sites were initially designed to be used for PCs rather than mobile devices. As such, mobile consumers often have trouble navigating these sites and making use of what mobile commerce services they may provide.

British smartphone users have the largest percentage of shoppers among European countries.

According to the results of a recent study, among all of the leading eight European markets, it is the U.K. that leads the way in terms of the use of mobile commerce among its shoppers.

The study showed that the United Kingdom is by far the most oriented toward smartphones and tablets.

The study, conducted by vente-privee.com, which is the leading Europe-wide flash sale pioneer online, indicated that 37 percent of the turnover in the U.K. comes from mobile commerce. The other countries that were considered within this research included Belgium, Italy, Spain, Germany, The Netherlands, Austria, and France.

Among all of those countries, mobile commerce contributed to approximately 32 percent of online sales.

That figure has grown by 6 percent since the close of 2012, which represents tremendous growth. In terms of the use of the devices for mobile commerce, 47 percent of the sales originated from smartphones, while the remaining 53 percent came from tablets.

That said, the lead of the United Kingdom is a considerable one, above the other seven European countries that were included in the study. Compared to its 37 percent, the country in second place, France, saw a figure of 29 percent. Though this is still a notable percentage, it is well below that of the U.K.

Another area in which vente-privee.com found that there was a considerable lead by the United Kingdom in mobile commerce was in the percentage of customers who shopped over smartphones and tablets. The U.K’s figure was 41 percent, with Germany in second place at a much lower 35 percent.

Among all of the company’s mobile commerce using customers in the United Kingdom, 71 percent were women. The average age of the smartphone and tablet using shoppers was 39, in comparison to the average age of those using other channels, which was 41.

When the study looked into the number of mobile commerce orders that were made, the average was 7 online purchases per year, among which over half were made on a smartphone or tablet. Among those using other online channels, only 5 purchases were made per year through the company.